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ECOETHIC N. 3: A NEW LIFESTYLE AND A NEW ETHIC ARE DEVELOPING FRUITFULLY

ECOETHIC N. 3: A NEW LIFESTYLE AND A NEW ETHIC ARE DEVELOPING FRUITFULLY

EcoEthic, the third edition of the Pitti Bimbo special section dedicated to bio-ethical fashions is doubling its exhibitors for the second season in a row. Located in the Sala Alfa of the Main Pavilion, EcoEthic embodies the phenomenon of sensitization to ethical fashion issues with a selection of international collections that have opted for ethics and environmental sustainability as their statement. The firms showing at EcoEthic use organic and biological materials produced with respect for nature and they protect local production and small communities in addition to helping save our planet from over-exploitation.

The 22 brands of this third edition hail from Australia, Belgium, Denmark, France, Great Britain, Italy, Portugal, Republic of South Africa, USA and Switzerland: Ai Lov Iu Kid - Customized Fashion, Altheane, Aravore Babies, Bodovoahangy, Bonnieyoung., Coll.Part., Coq en pâte, Equite' Toys, Eva & Oli, Filobio, Flat Friends, Flor De Algodao, Green Cotton, Inch Blue, Indygo Artwear Africa, La Queue Du Chat, La Tribbu, Naturapura, Organics For Kids, Sassolino Bianco, Satya pure elements, and Victoria Christmas.

The special setting is designed by Florentine architect Alessandro Moradei. The collections are showcased against a simple, minimalist design dominated by wood that becomes the parallel protagonist to bio-ethical products. Circular sections of trees fill the area with their fragrance, recreating the effects of a walk through the woods. The raw wood used for the settings comes from material destined for building construction and will be returned to be recycled.

EcoEthic bears witness to a new, content-conscious concept in esthetics and lifestyle that are making headway around the world among different categories of consumers.

Here is a brief overview of the third edition of EcoEthic: 
- Ai Love Iu kids  is a new collection for the 4 to 10 year old set with a total look developed and constructed in relation to play: jackets and pants embellished with technological, contoured pockets that can hold toys such as ds lite, play stations and MP3 players along with seashells and candies. The clothes are all made of eco-friendly fabrics from Italian mills and are produced according to the rules of Italian tailoring tradition.
- Prevalently white 100% cotton for the new collection of nighties and pajamas that seems to have crept out of granny's trunk, by Altheane.
- Bodovoahangy  a new entry at EcoEthic presents a couture collection for little girls, with Madagascar-tradition dresses made of natural fabrics and decorated with hand embroidery.
- The graphics by French illustrators Virgo and Tinou le Joly Sénoville make the bibs, T-shirts, travel satchels and schoolbags by Coq en pâte true collectors' items. They are all made of 100% organic cotton and produced according to strict sustainable development criteria.
 - With the project called Lo veline, Eva & Oli support the development, education and health of disadvantaged children. The 100% cotton basic wear clothes are decorated with wording and prints suggested by these very children.
- Filobio uses certified organic cotton from an ethical and fair-trade chain in Central India. The cotton is grown according to strict organic standards and is used for the firm's romper suits, body suits and travel bassinets.
- A new collection for infants and children made of 100% organic cotton is making its EcoEthic debut. The Danish firm, Green Cotton gets its inspiration for clothes made to respect life on our planet from the practicality and sense of color typical of the country's tradition. Prints and dyes are made without metals, formaldehyde or other environmentally harmful substances. The key pieces in the collection are the mille-raies egg-shaped dress, the top with an "ants all over" print, the beach bodysuit with 1970s vintage prints and the organic fleece spring jacket.
- Inch Blue shoes are made entirely by hand of natural, non-toxic leathers to let little feet breathe. Children love them for their lively, colorful designs. The flexible, slip-proof suede soles are perfect for walking on any surface be it indoors or out.
- The kimono pants, the retro-chic blouse and the flared dress in 100% organic cotton are the 2009 spring-summer musts by La Queue du Chat.
- It is the first time at EcoEthic for Sassolino Bianco showing the collection of coordinated tricots for layettes made of 100% organic, biological and environmentally sustainable cotton.